1. Music Industry
D’Olieslager Stéphanie XM2 104B
Observation 7 10 2011- 22 11 2011

2. COMPANY PROFILE AND BRAND
IDENTIFICATION
PART ONE

3. Soundcloud’s mission
• SoundCloud is the world’s leading social sound platform
where anyone can create sounds and share them
everywhere.
• Recording and uploading sounds to SoundCloud lets people
easily share them privately with their friends or publicly to
blogs, sites and social networks.
• It takes just a click to share sounds to Twitter, Tumblr,
Facebook and Foursquare.
• SoundCloud can be accessed anywhere using the official
iPhone and Android apps, as well as hundreds of creation
and sharing apps built on the SoundCloud platform.

4. How does it work ?
Soundcloud basics

5. Create your personal profile
Record your sounds
Upload your
recording on your
personal
Soundcloud page
Share with the
world

6. Sharing options
Soundcloud
Facebook
tumblr
Twitter
MyspaceWordpress
Soundcloud
users
other
websites

7. Explore and interact

9. Soundcloud on the web

10. • Soundcloud
 The official website
 /username for users to integrate their audio and profile
• Facebook
 One official fanpage
 Several usermade pages, including country related pages and costummade pages f.e. dj mixes
• Twitter
 One official page and soundcloud developers pages
• Tumblr
 One official page
• Blog
 One official blog

11. • Vimeo
 The official soundcloud videopage
• Linked in

29. Soundcloud Mobile

30. Soundcloud Mobile site

31. Some Soundcloud applications

32. SOUNDCLOUD
VALUES
• Extreme usability
• Wants to be the
social platform for
“sound”
• Innovation
PERCEPTION
• Extreme usability
• focus on
soundrecording
• Innovation
ME
• Extreme usability
• On top of the
newest music
• Innovation
Brandvalues
MyValues
HIGH BRAND
IDENTIFICATION
N0/LOW BRAND
IDENTIFICATION

33. Identification nov. 2011
• I’m a big fan of
Soundcloud, but during
the research progress I
realised they are much
more focussing on “arty
sound recordings” these
days , which has resulted
in less brand
identification for me. But
please read the
adaptation on the next
page.
• My biggest identification
is actually with other
same minded
soundclouders who are
on there for sharing and
promoting their music.

34. Adaptation 21-02-2012
• Since I did the paper on Soundcloud back in
december, I have noticed that Soundcloud is
reaching out more to producers now as well.
Thanks to remix competitions, which has
resulted in a high brand identification for me.
• So Soundcloud has found a way to please both
of their customer niches
• Next step should be the consumer’s market

35. OBSERVATION THROUGH
MONITORING DEVICES
PART 2

36. MONITORING
When monitoring Soundcloud through Google alerts
and Hootsuite, I have noticed that most
communication about Soundcloud comes from its
users, promoting their tracks, listeners and some
blogs.
Soundcloud, the company, is easier to follow on
Twitter, Facebook and their blog. They have a
“Soundclouder of the day” and some small promo
actions, like T-shirts and news about their new
crossform relationships, f.e. with Protools

38. Google alerts

39. Google alerts 2

40. Conversation Management
Opdracht: Zoek een social object en maak een analyse
25 10 2011
vimeo
http://vimeo.com/30419922
About : recording your own sounds
Sharer : Soundcloud, the company
Why : To reach out to a new audience, besides producers
Sharing ? For “sound” users yes, not so much for producers
Views : 127 K views, 1796 likes
Keep sharing, but don’t forget your other customers
who
Brand ID : Nice movie, arty and fun, focus on “sound”

43. Conversation Management
Opdracht: Zoek een social object en maak een analyse
26 10 2011
Cutting edge
http://www.cuttingedge.be/music/reviews/329381-aeroplane-in-
flight-entertainment-
About : Aeroplane received loads of tracks for their new mix album
through soundcloud users
Sharer : Cutting edge
Why : Actually promotions for Aeroplane, but again Soundcloud is mentioned
Brand ID : high identification for producers
Sharing ? maybe, if you want to promote Aeroplane
Views : Not indicated on the website
Soundcloud gets promoted by its artists

44. The most popular social object about
soundcloud on youtube is :

46. Conversation Management
Opdracht: Zoek een social object en maak een analyse
26 10 2011
Youtube
http://www.youtube.com/watch?v=CRuVeDG1CyY
What : How to rip audio from Soundcloud
Sharer : Youtube user
Why : To download music that is just for streaming
Brand ID : For people who like “free music” it is high, for their artists probably not , there’s a download
option for that
Sharing ? It has been shared a lot
Views : 129131 views
Soundcloud gets promoted by their users

47. Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Ok : They listen, are honnest and
direct people by their name, they
are openminded for criticism
Could be better : thank
everybody, not one person out of
two, could ask some more
questions to show more interest.
No show of positivism and a lack
of engagement to all of their
clients, they pick out certain
comments to respond to (in this
topic).

48. Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
OK : they listen, ask a question, are
honnest and direct to the person by his
name, they respond to the topic so
they’re openminded
No thank you, no positivism and I would
like to see more engagement

49. Stay Positive
Listen
Honnest Thank you
Open attitude Ask questions
Personal
Engagement
OK : they listen, a bit more personal than
usual, more open, honnest, no questions or
thanks needed here, so ok, more engagement
and positive, but again, quite random on who
they comment , seems they get more
personal when the topic is about fun , when
topics get more serious, they could use a
more personal approach

50. Stay Positive
Listen
Honnest
Open attitude
Thank you
Ask questions
Personal
Engagement
Better conversationmgmt :
Hey Titus Jaak, I’m so sorry to hear that,
did you try…. Let me know if it works out,
if not I would love to help you on ….hope
this solves the problem so you can enjoy
your sunny soundcloud day again, if any
questions, feel free to ask.